Econsultancy columnist Kestrel Lee has shared eight singles day insights for Asian marketers targeting the 2018 singles day.

Lee says, “Asian brands planning to market themselves in China during Singles Day in 2018 have some important lessons to learn from the shopping festival’s performance in 2017.

By now you may know that Alibaba’s 2017 Singles Day global merchandise value (GMV) exceeded $25.3 billion, compared to $18 billion in 2016.

But there were eight key takeaways for Asian brands…

1. Alibaba’s Singles Day Festival is still going strong

2017 Singles Day saw a total GMV increase of 39% compared to 2016, which previously saw an increase of 32% from 2015.

And that’s not all. 93% of Chinese consumers planned to shop during the 2017 Singles Day to “buy something good” i.e. imported goods beyond discounted items. These are mostly first tier consumers with a monthly household income of 20,000 RMB and born in the 1980s”.

Eight Singles Day insights for Asian brands targeting 2018

Econsultancy

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